Case Study: IBM achieves award‑winning midmarket engagement with Skyword's Content Production Platform

IBM - Customer Case Study

IBM’s Midsize Insider is a content-driven educational platform created by IBM to engage midsize business owners and IT professionals and position IBM as a practical, affordable solution provider. The challenge was to reach and influence this audience at scale—producing timely, high-quality content consistently to build credibility and stay top of mind among midmarket technology buyers.

IBM partnered with Skyword, using its Content Production Platform and advisory services for topic strategy, writer recruitment, SEO/social optimization, and analytics. The program earned a 2013 Digiday Award and Google News acceptance, produced 4,500+ search-optimized articles with 30+ writers, generated 365M+ social impressions, 890K+ page views, 85K+ social engagements and a 2.4% CTR to IBM solutions pages, strengthening IBM’s thought leadership in the midmarket.

IBM

Leslie Reiser

Program Director, IBM WW Digital Marketing